What About Privacy on the Physical Web?

It’s protected. The Physical Web is built for long term, mass adoption, and as such, it cannot risk consumer backlash from either aggressive push messages, or from secretly tracking its users.

Privacy mode is the default mode of browsing the Physical Web, which makes use of a proxy server to mask user device information from scanned websites. Physical Web browsers work this way and will always be the most common client for browsing the Physical Web. Be aware that when a consumer actually selects a website, then that website can collect device information and use cookies.